Domino’s Makes Delivery History with a 10‑to‑1 Ad Payoff
In a market where every QSR is trying to claim the “next great delivery”, Domino’s UK has turned a new media strategy into pure cash‑mere magic. By teaming up with Conversant, the pizza giant cut through the noise, hit 3.1 million shoppers and turned £113 000 in spend into £1.13 million of extra revenue in just a quarter. Talk about a 10:1 return!
Why Domino’s Needed a Niche‑squared Boost
- Over 1,000 lights‑up‑an‑order windows across the UK.
- QSRs are sprouting delivery services faster than pizza dough in a hot oven.
- Delivery giants like Deliveroo and Uber Eats are the new pizza threat.
Domino’s leadership realised they’d have to “outsmart, not outspend”. They’d seen the rise of data‑driven ads but couldn’t claim the full pot of cash from standard display games, especially as TV was burning bright the hard way. Enter Conversant, the personalized marketing whiz who brought a transaction‑driven ID map of real British consumers. In short: a smart intellectual weapon that made Domino’s message hit the right pizza‑hungry person, at the right time, for the right price.
“A Game of Data and Survival” – Karl Boyce
“There are so many businesses fighting for that pizza or takeaway occasion, and they have deep pockets. We need to be on the front foot… that’s our mantra – to outsmart instead of outspend.” Karl Boyce, Domino’s Head of Digital & CRM, tells us that the team constantly measures with a mix of econometrics, last‑click and revenue incrementality, keeping their eyes on the “new and existing customer lifetime value” pie chart.
Secrets Behind the Success
- Heroes: Conversant – They dug deep into Domino’s data structure, bridged the gaps, and produced a single pseudonymous customer ID for every line of the order.
- Result: 10‑fold incremental return ($1.13 m) from a $113 k spend.
- Reach: 3.1 million people.
- Audience segmentation: automated, personalised messaging that drives purchases across the board.
Elliott Clayton, Senior VP at Conversant, explained, “We spent time getting the inside scoop of Domino’s business. Engaged with the legal and data teams, and delivered proven ROI.”
Turning Metrics into Business‑Level Wins
Now Domino’s can track a customer’s journey from ad click all the way through to delivery, snatching up extra value with each pizza. Beyond the impressive financial gain, the partnership exposed the broader business to the real‑world worth of marketing data, tightening the link between analytics and boardroom confidence.
“Show a real‑time return to the board and it tunes them into the rhythm of data‑driven ROI.” – Karl Boyce, closing with a flash to shareholders and a promise of more pizza in the pipeline.
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